Although the future of the Internet is heading mobile, many advertisers are still skeptic in starting a mobile advertising campaign. That’s because there’s the complication of creating special versions of their website.

Carriers and phone manufacturers are requiring a wide array of protocols and mark up languages for online content. Good thing, Google provides mobile site resources that can help advertisers sort out their options. Furthermore, there are various alternatives in creating mobile sites without the time-consuming and expensive web development.

Mobile Advertising: What You Need to Know

As a marketer, the first thing that you need to know is that mobile search ads can evoke three kinds of actions:

1. A click-through to the advertiser’s site
2. A click that will redirect the user to a Google-supplied Business Page
3. A click that will automatically place a voice call to the advertiser’s voice mail number

The second and third actions require zero website development and can be used for certain types of advertisement, such as retail business that ends most of its transactions by phone or business-to-business brands that generates phone leads.

Mobile Advertising: How to Do It

If the mentioned business owner or marketer sounds like you, then you should follow the instructions below:

1. Create a new search-only campaign in your AdWords account, and click on the Mobile Ad link.
2. Accept the Text Ad default, and create a compelling ad copy in 36 characters or less. Just bear in mind to use a strong call-to-action, and put emphasis on the benefits that your target market can get when they click your ad.
3. Choose an option that will direct your target market to call you. Using this option, you can provide your business name and phone number, which can also make a strong call-to-action for your consumers.
4. Next, choose the proper short tail keywords. People who are using a mobile search engine are less likely to use “long tail” keywords. That’s why you should optimize your ad copy for a relevant single word or two-word search term.
5. Enter your daily budget and max CPC bid. When you’re done, head back to your Campaign Settings and disable the Content Network option. Otherwise, your chosen mobile search keywords might appear on wrong mobile sites.

Once you launch your mobile ad campaign, don’t forget to monitor and track its performance. That way, you can tweak your ad text and bid prices accordingly. This will help you optimize your ad and take a foothold on mobile advertising.